Paddy Power announces new visual identity

Paddy Power, an online and land-based sportsbetting operator has revealed a fresh brand visual identity due to be used from next month that has been made to mirror the company’s ‘mischief-maker’ personality.

Paddy Power, which was developed in partnership with Landor Associates, declared that the new design delivers ‘a distinctive identity’ for the operator and its family of brands and is to be utilised across all aspects of its business including online, retail and marketing.

Head of Brand DNA for Paddy Power, Alex Phelan stated “Mischief is at the heart of the Paddy Power brand and has been a core value in the business from the outset, right from when we introduced novelty odds with a market on whether the Pope would join Glasgow Rangers in the 1980s,”

“Our new brand visual identity embodies this mischievous spirit [and differentiates] us from our competitors and [gives] us a forward-looking but authentic identity across all of our channels.”

Paddy Power said that each of its sub-brands will now be provided with their own identity by using various colours and designed yet stay true to its ‘distinctive parent brand look and feel’.

A statement from Paddy Power read, “The new visual identity is designed to communicate the ‘mischief’ at the heart of the brand’s equity and create a strong [and] consistent look and feel across Paddy Power’s multiple channels including sportsbetting and iGaming channels such as poker, casino and bingo,”

At last, Paddy Power stated that it will be matching its new-look design by enhancing the experience of fun accessible through its domains and presenting what it called ‘agitators’ online.

Executive Director for Landor Associates, Charlotte Morrison said “Not only is the redesign intended to capture what the brand wants to stand for in the hearts and minds of its target consumers, it sets out to define the brand hierarchy using a strong visual system that reflects the overall equity, character and building blocks of the parent brand,”